The intensity of the debate around beauty dupe culture has hit a new crescendo in 2026 after MUA Charlotte Tilbury aired her most recent views on copycat culture – and social media users have been divided ever since.
The founder of her eponymous Puig-owned make-up brand, who has historically expressed frustration with dupe culture, shared an unfiltered take during a BBC interview posted on 1 July 2026.
“When you dupe, you dupe the consumer,” said Tilbury during the interview.
“That is not the quality and formula that you are getting an amazing performance that empowers people to look and feel that way.
“So, if you can [try to replicate a brand], try, baby, try, darling, it is on. The game is on, but I have not seen it yet.”
The BBC interviewer then asked Tilbury about the cost-of-living crisis consumers are facing in 2026 and why they would not buy a “Charlotte Tilbury-esque look for a fraction of the price”.
Tilbury continued: “Because you said it, it is an -esque look.
“It is not Charlotte Tilbury, and it is not the product, and it is not performing the way my products do.
“I have looked at those dupes, and they do not.
“So, by the way, if I could [create my products] for those prices, I would.”
Tilbury’s comments sparked an immediate debate about the cost of beauty versus the claimed theft of genuine product innovation.
Charlotte Tilbury's make-up offering
Commenting on the BBC’s Instagram post for the Charlotte Tilbury interview, Skindinavia, who originally made Urban Decay’s All Nighter Setting Spray before being axed in 2025, shared its thoughts.
Skindinavia’s official Instagram account (@skindinavia) commented: “Dupes are the penalty to brands that refuse to take the time to truly innovate.
“If a formula has a patent, it cannot be duped. If you have something amazing, patent it.
“If not and you want to charge people huge amounts of money, then the brand has no ground to stand on.”
Some commenters raised the point of the benefits Tilbury’s products have provided for the beauty industry over the years.
An Instagram user with the handle Laura R. Artistry (@laurarartistry) commented: “She brought a lot to the table.
“She changed the make-up industry. I am speaking from an artist point of view. I have respect for what she created.”
Yet, others expressed their favourability on the accessibility of duped products.
Instagrammer Steph (@stephaniexlou) commented: “As an MUA of 25 years, I can vouch for the fact that a lot of these dupes in fact do perform just as well as the originals… for a fraction of the cost and with the cruelty-free accreditations… I am just saying.”
More recently, MCoBeauty brought back the original formula All Nighter Setting Spray with Skindinavia, adding further fuel to the fire.
Skindinavia had produced All Nighter setting spray for Urban Decay for 15 years before the L’Oréal-owned make-up brand cut ties with the supplier last year and reformulated the cult product.
MCoBeauty is known for its dupes of top brands, including Sol de Janeiro and Glow Recipe, and although the viral Australian-founded beauty brand has a ‘luxe for less’ ethos, its dupe-driven products have also attracted lawsuits as well as shoppers.
But which side is truly correct in the debate around dupes?
Cosmetics Business hears from three beauty industry veterans on where they stand on the ongoing debate sparked by Charlotte Tilbury’s comments and dupe culture as a whole.
Opinion one: Tiffany Salmon-Mills, Creative Director of beauty manufacturer Amelia Knight
“I actually think Charlotte Tilbury raises some really valid points.
Brands like Charlotte Tilbury invest huge amounts into product development, formulation, packaging innovation and building a brand over many years.
That level of innovation deserves recognition and respect, and Charlotte has genuinely changed the beauty industry with products that have become icons.
At the same time, not every consumer can spend £35 to £45 on a complexion product, and that does not mean they should not be able to experience something that gives them a similar confidence or aesthetic.
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